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</html>";s:4:"text";s:56774:"Furthermore, the lack of a structured PR campaign around the new Royal Mail logo made it difficult to follow. What can we learn Overstock.com’s failed rebranding campaign? *Martech - Setting up Marketing Tech Stack & Automation.Creativity - Creating Branded Content & improving Content Strategy to Drive Conversions.Business Consultancy - Looking for Mentorship, Workshops, or other Consulting Services.Lead generation - Need to Increase Traffic to Website & Generate Leads to Drive Sales.SoMe & Ads - Managing Targeted Ads, Remarketing, & Content to Increase Engagement.PR & Amplification - Building Backlinks and Referral Traffic to Boost Site Authority.Marketing Department - Need to Build a Marketing Department or Support an Existing One with a Wide Spectrum of Services.Other. But instead of coming up with something more original, they decided to go with a misspelled version of their name. However, the new logo was met with great criticisms. As already said, customers may be emotionally bond to logo design. With the 2008 recession, RadioShack and many other shops were struggling to survive. After having had the same logo for 70 years, the oil company British petroleum decided to change its logo in 2000. Sometimes, logos need a makeover. Always keep in mind the emotional bond that customers have towards your logo. In 2002 PricewaterhouseCoopers decided to change its name and logo to ”Monday”, which should resemble new and fresh starts. If you change your company name, try to keep it easy to understand for both your current, and new customers. Always ask your target group about a change of name. This rebranding was perceived with a lot of mixed feelings however. For Fern Miller, chief strategy officer at DigitasLBi, Pepsi failed because it didn’t reach out to protest groups. Avoid adding unnecessary elements. This rebranded logo resulted in a strong negative criticism. Ask first if there is a need for changing a logo, as modifications are risky, but may not always be necessary. This rebranding campaign was therefore met with great disappointment. The main criticism given was: why change? Various Pepsi logos since its beginning As we can see, Pepsi logos between 1898 and 1940 are somewhat similar, and so does swirling red, white and blue shapes between 1950 and 2008 Beginning from 1960s Pepsi was no longer “Pepsi-Cola”. The newly added swoosh with gradient color really does not give a fresh look to a company that bases all of its industry on trust and reputation. Very interesting and informative post. But that’s exactly what Comcast did when they realized they needed to do something to save themselves from negative customer opinions. The reaction was swift and unequivocal. [Related Article – The Best and Worst Coronavirus Ad Campaigns of 2020 ]. FILE - The Pepsi logo is seen on a delivery truck Wednesday, May 30, 2012, in Springfield, Ill. “Corporations like PepsiCo need to over-index in how much they worry about the outside world perceiving them yet somehow there’s stil a sense of tunnel vision,” she explains. Tropicana is a well-known brand popular for their straw sticking out of an orange. A concise red and blue circle with a white curvy stripe makes you think of a happy, smiling face. So when it comes to rebranding your business, it’s all about knowing your audience and how they will respond. This was not the case for the rebranded logo of Cottbus, who developed a difficult-to-explain design in 2008. Why?” The Gap is a pretty iconic logo to change. It started off as classic steeple of the American market, and developed into a global operator in the beverage landscape. Whether those customers meant it or not, The Gap repented and asked their fans for ideas on how to remedy the logo everyone balked at the sight of. Investigate what they expect and what they find appealing from your brand design. Rather, emphasize the target group, without leaving the others out. To judge for yourself the thought process behind the logo update, read through Arnell’s “breathtaking” design strategy. This logo was only used on cans along with the 1967 Pepsi logo until 1973. And third, in an attempt to look modern, they made themselves look cheap. It may have worked for a while, but Xfinity has only seemed to adopt Comcast’s reputation. What can we learn from Verizon as an example of bad rebranding? Sometimes there is no need to change a logo if it works. And some may have just been joining in on the logo hate for the sake of being cool and fitting in. If you need a reputation fix, you need a strategy change, not a name change. Nike spent only $35 for its logo in … During 2008, the bank company Capital One made the right decision of trying to give a new look to the logo design. Cottbus’ new logo was a mix of a broad color palette shaped without a distinct form, and hence was met with a lot of confusion. Their assumption: people associated Mastercard with the two colored circles. Copying from other designs can result in a disaster. The logo is meant to emphasize the “perimeter oscillations” of the Pepsi logo, the “gravitational pull” of a can of Pepsi on a supermarket shelf. We also use third-party cookies that help us analyze and understand how you use this website. This rebranded logo resulted in a strong negative criticism. If your company needs logo design help Contact Us today. Nothing else to add, but that is simply boring if you ask us…. So when customers went shopping for orange juice, they picked from Tropicana’s competitors. However, what did they came up with was just an unnecessary slicing of the brand name that makes the logo difficult to read. However, newer markets are not eager to buy up their products. They had been doing good for 120 years and were renowned for their traditions. For each event, a different logo design is created to celebrate it. Mastercard has had one of the most globally recognized corporate logos in history. What are the takeaways from the Royal Mail rebranding fail? Your email address will not be published. Nece fail om Wikimedia Commons-späi i se sab kävutada toižiš projektoiš. 35 rebranding fails and what we can learn from the mistakes of others. The television network Animal Planet completely changed its logo in 2008. Logo Fail #14: Encebe Logo Fail #15: Deccan Logo Fail #16: Office of Government Commerce Logo Fail #17: Pepsi Logo Fail #18: Kudawara Logo Fail #19: Hasc Center Logo Fail #20: SafePlace Logo Fail #21: Mont-Sat Logo Fail #22: London Olympics Logo Fail #23: Junior Jazz Dance Classes (2 juniors dancing or a femail body?) The company decided to replace the iconic triangle with a simple dot. Nevertheless, sometimes one’s reputation cannot be restored. The new logo only led to confusion. Pepsi One was a Pepsi cola flavor that was released in October 1998 in the United States. British Petroleum chose to incorporate Helios, the Greek god of the sun as main element in its new logo. Customers have an emotional bond with logos, even small changes to the design could result in confusion. Tags: pepsi-cola, soft-drink, pepsi-man, logo, fail Pepsi FAIL Hoodie. It looked like a cheap generic brand that was too far from the recognizable product consumers regularly purchased. And, always ask yourself if your company really needs a change! A city’s logo usually shows the heritage of the city. On October 6 2010, GAP unveiled their new logo. Pepsi’s first logo used in 1898 included a splashy, difficult-to-read font that was gradually tweaked over time to make it stand out more. ), they just won’t accept it. Adding unnecessary elements to the Kraft logo design is almost never a good idea. With the effort of trying to erase this from the customer’s mind, the company changed the logo in 2008. The new marketing was only targeting men, with the main slogan being “It’s not for women”. Do not add unnecessary or old-fashioned elements in your new design. Try to avoid being too pushing through on an image that does not fit your company. Interestingly enough some of the elements are strangely similar to the Beats by Dre company logo. The only change was that the wave going through the middle of the logo became more of a swoop. Main Tag Pepsi Hoodie. The telecommunication company Verizon changed its logo in 2015, as an attempt to take a fresh and original direction. Third, people tend to hate what they can’t understand. Yahoo! A new logo design came up during 2014 while the old logo was a classic design that belonged clearly to a company with a long tradition. Complicate designs are difficult to recall. When a rebrand it is done right, the company will see an increase in sales from new and existing customers. What can we learn from this example of a rebrand fail? All at once, they had changed their logo, packaging, message, and typography. Could they have stopped halfway in that process and ended up with the same outcome? Arnell, the agency responsible for the logo update has a 27-page design strategy behind the logo that refers to the renaissance, the golden ratio, earth’s gravitational pull, and so many other scientific reasonings to create the perfect “breathtaking” angle. Tropicana’s estimated sales dropped as much as 20% before they reverted back to their familiar design. Sometimes an attempt to attract a new audience may result in a huge failure, by making people perceive it in a completely different way. We'll assume you're ok with this, but you can opt-out if you wish. As already said, erasing an iconic element from the brand logo may confuse your customers. It is mandatory to procure user consent prior to running these cookies on your website. When Schweppes Tonic water launched its product in Italy, it was … The result was a debacle for the Tropicana reband effort spelled disastrous consequences for farmers and the company. After only 6 months Kraft decided to go back and simply make some small changes to their old classic logo. A brand is what a business stands behind for their target market to connect with and recognize them. Moreover adding extra elements feels unnecessary. Mastercard walked its new logo back quite a bit. The redesign attracted the kind of … But opting out of some of these cookies may have an effect on your browsing experience. What can be learned from Black & Decker’s example of a rebranding fail? Pepsi had paid over a millions dollars to create a new special logo with secret occult meanings. Pepsi on the other hand, started out with a logo very similar to Coca Cola’s. What can we learn from Yahoo!s rebranding fail? It is best to involve their opinions in the change, and else only just try to simplify it. Always investigate what your loyal customers think about it. It may have been this suddenness that made everyone cringe and cry “ew, no! The new campaign was supposed to target men, however, the results turned out to be quite horrendous. These cookies will be stored in your browser only with your consent. Changing these elements is therefore a bad rebranding choice. Therefore, a petrol company should be very careful if it aims to appear environmentally conscious. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. By adding new elements to these circles, the recognition would still stick. [Related Article – 44 Companies started in a Recession ]. Several years ago, I was involved with the re-design of the Pepsi logo by the Arnell group. Unfortunately, multiple changes in the company’s name cannot completely restore your reputation. Moreover changing too many brand elements at one time can scare your most loyal customers away. Titan Web Marketing Solutions provides insurance agency marketing services to agencies all throughout the United States. During 2008 RadioShack felt the need to change to appear appealing to younger customers. Usually, when it comes to the design of a city logo there is decided upon a classic, heritage based concept. But a completely a new logo doesn’t appear to keep step with the team’s historical claims. Tags: drink, generation-next, pepsigenerationnext, next, generation Generation Next Hoodie. The fruit was replaced with an orange-colored liquid in a glass. Pepsi's failed commercial: why your marketing team should be listening Published on April 5, 2017 April 5, 2017 • 5,216 Likes • 435 Comments What can we learn from this example of the Oxford Dictionary rebranding failure? Even though a company may think they chose an appealing and easy-to-pronounce brand name, it may turn into a challenge for their customers. The Pepsi logo contains circle with the top half is red, the bottom half is blue, and a wavy white line runs through the center. Not the best marketing for a long-lasting company. Every team crest has a classic design. What Seattle’s Best Coffee however did not think of, was that for many people their new logo did not refer to a coffee company, but rather a blood donation center. As a consequence, fortunately, the logo was withdrawn and changed again. As the name suggests, Oxford Dictionaries is a company that operates in the dictionaries industry. Apart from it being unnecessary design changes, the new Mastercard Logo also confused consumers. by R_evolution_GFX $45 $35 . The private security company Blackwater Worldwide gained a lot of negative coverage after an incident in 2007 in Iraq, where 14 civilians were killed during an operation. A rebranding fail may be more common than once thought. However, RadioShack decided to keep both names on the logo. However, they moved on, … After 5 months of hard work, Pepsi’s designers came with a new logo. Comcast was an American cable operator company, which turned into one of the most hated customer services in the United States. The new logo was seen as a downgrade, with an element added that people did not get (the purple dot), and the letters ‘db’ making it complex and fuzzy to read. A company’s logo is the most powerful part of their corporate identity. Your email address will not be published. The company removed the word “Cola” from its logo, and it was never used since then. The US-based web service company AOL changed its name to Aol. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Therefore: really do question if a rebranded logo is even necessary! In its attempt to attract a more diverse clientele with this rebranding move, RadioShack completely missed the mark. However, for the sake of learning, we are going to focus on the brands that failed in consumers’ eyes. Dr. Pepper saw its sales for the diet beverage fall over time. Most people have a hard time understanding why Pepsi spent a million dollars for their existing logo to simply be tweaked. What can we learn from Kraft’s rebranding fail? Nevertheless, WW decide to keep its new name until today. Therefore, try to restore this reputation first, and then change the name and/or logo. What can we learn from Comcast’s corporate visual identity change? After a while, Blackwater decided to change its name first in Xe Service LLC and finally in Academi. Two, sometimes it isn’t your fault if your rebranding isn’t as well received as you might have planned. So while they were going for a more hip and cool vibe they could trademark, this TV channel can’t avoid the immediate association with an STD. If your company is in the oil industry and produces the majority of pollution in the world, it is a tough shot to make the design resemble an environmentally conscious brand. Some perceived it as difficult to read, besides it was considered too simple in its design. Many reported that the new packaging looked like a generic or store brand, not the premium product Tropicana advertises to be. And, when simplifying your logo, ensure that is doesn’t become boring. Also, if you have it, remember to show your heritage in your logo. BP could have found a better message to deliver to their customers, that would not appear as fake. The new logo includes only the brand name and a little blue box on top of the last letter. Borrowing the .co from Colombia, Overstock.com completely lost its company identity. By changing the brand identity Comcast’s hope was that people would quickly forget their previous negative experiences with the brand. Among all the football teams in England, Leeds United is worth mentioning since their logo change created a huge negative online backlash. Declaring the winner in this battle is a tough call because, if you ask a Pepsi fan which is better, they will display brand … Hershey’s failed in their rebranding campaign. Known since 1994 as “the copier company”, Xerox is an expert in its area. Pepsi has been in the spotlight for making risky moves with its advertising and branding, and has even been called tone-deaf. And, as has been mentioned before, always wonder whether a rebranding campaign is even needed! The Pepsi logo of 2008, cost $1,000,000 The BBC logo, designed in 1997, cost $1,800,00 The BP’s redesigned logo of 2008 cost $211,000,000. What do you need help with? So was all that thought process pointless? For some reason, JCPenney decided on changing its logo in 2011. It can have different meanings in other cultures or languages, of which some may be hidden meanings for the new generations. The actual orange became less obvious as its only reference was moved to the cap of the juice container. Consignia, the new name, was difficult to pronounce. The strategy behind the logo rebrand didn’t stop with their scientific reasonings, though. Not the first thing you want to think about when you buy chocolate . And, in case you do decide on a change, only add/eliminate elements that make sense. The new one looks more like a headphone company logo. In 2012 the Olympic games were hosted in London, UK. Pepsi’s most recent logo is one that didn’t fail due to how it looked, but rather due to the market’s confusion over the price tag and strategy behind it. In early 2015, Pepsi One alongside Pepsi Next was later discontinued. I was given seven final 2D designs and created 3D models that morphed into each other in … The Best and Worst Coronavirus Ad Campaigns of 2020, most hated customer services in the United States, they had overcome their customer service issues, looking impersonal and resembling a “discount” or “on-sale”. On the wave of fans singing “we will always be blue” during every home game, the club eventually went back to their traditional 1927 bluebird crest. When sales dropped by 20%, Tropicana realized their brand was in trouble and reverted to their original branding by the end of the next month, throwing away their 35 million dollar investment into the rebranding campaign. Once they had created this new logo, they created more to look like different smiles under the campaign of “One identity; multiple emotions.” Unfortunately, no one quite got that branding strategy either. The new logo completely differs from the old one; the only consistent element is the color palette. Our advice is hence: never go for something too complicate when designing a city logo. Dodge Viper Logo: Daffy Duck. In 2010, GAP changed the iconic logo that was emotionally bonded to every customer. Some customers went a little overboard, saying they would never buy Gap clothing again. In November 2020, PepsiCo is releasing an … That may be one of the reasons why Pepsi has kept using the logo on their products to this day, even though there was such critique on it. The company has been focusing on losing weight as its main motto. This new logo does not necessarily display any originality, as the added element closely resembles the Airbnb logo. What can we learn from the Animal Planet brand identity change? Necessary cookies are absolutely essential for the website to function properly. What can we learn from the example of Xerox’s rebranding efforts? Its new logo was perceived with quite the amount of critique and jokes on the Internet. What can we learn from the rebrand failure of Pepsi? Some of the main reasons for a company to go through a rebranding are; internationalization, consolidation of a brand, a bad reputation, or a new CEO. When you want to develop a marketing campaign around your new logo, keep in mind that your customers expect a perceivable change from previous logos. PepsiCo employed the help of the eccentric designer, and whom some call crazy, Peter Arnell of the Arnell Group for the job.. For one, don’t change all your branding elements all at once (logo, packaging, message, typography, etc). With the new elements being difficult to understand, and not providing a proper explanation of the company, the new logo was a disaster. What do you think of the 2012 Olympics logo? As was the case for other rebranding campaigns as well, always remember to look at your new logo from different perspectives. Changing it completely can alienate them, so maintain iconic elements on your logo! Every four-year Olympic games are held in a different nation. Black & Decker is a well-known international company that sells power tools. The original script logo for Pepsi was created by Caleb Bradham, the company founder, around 1903. RadioShack decided to change its name from RadioShack to “The Shack”. With department stores all over the world, GAP is an international clothing retailer. However, with their rebranding campaign, WW left its customers confused. If you didn’t see the original logo side by side with the new one, you may not even realize there was a change. Try to look at your logo from different perspectives. Even though the logo change wasn’t perceived with sole enthusiasm, the company has been using the new logo up until now. You may unsubscribe from these communications at any time. What can be learned from this example of Dr. Pepper’s failed rebranding campaign? Remember also that it must be easy to read. Originality is a must; do not copy from other brands. Consistent presentation of a brand has seen to increase revenue by 33%. A poor explanation for a well-known company that does not really need to explain its industry. The SciFi channel’s decision to rebrand themselves wasn’t a bad choice. Keep it simple and easy to remember. What can we learn from Hershey’s rebranding fail? The new message focused on that the juice was freshly squeezed, accompanied by the campaign “a squeeze is natural” displaying families hugging. Fail of the Year: Pepsi's 'Jump In' The Kendall Jenner-starring ad, intended to promote unity, achieved almost the exact opposite of its goal, plunging the brand to its lowest consumer perception levels in a decade. Moreover, such an element clearly does not give any hint of the company industry. But… British petroleum is everything but green. Is it a smart move or detrimental one? You may unsubscribe from these communications at any time. When the logo for the 2012 Olympics was released, it was believed to be universally hated by the world. The A-style logo was born well before the line of clothing – designed in 1989 and marketed in Italy since 1999. Changing important parts of the logo has a big chance of resulting in confusion among your customers. When designing a new city logo, its tradition must therefore be clearly visible. Here i would like to share few more logo prices. The logo design needs more than one look to be understood and definitely does not look like an Olympic logo. What can we learn from this example of a failed effort to rebrand? Make a logo easy to understand and to read. Just a few of these were that the new logo was difficult to read and understand. The second that navy square became a tiny thing in the corner, customers lashed out and demanded a change. Knowing they needed to find a way to compete, they tried to rebrand themselves as “The Shack” while pairing their campaign with Shaquille O’Neal, otherwise known as “Shaq.” Their attempt at being a modern brand failed. PwC is a company that offers professional accounting and tax services, and they are among the biggest firms in their field, including Deloitte, Tohmatsu, Ernst & Young, and KPMG. For one, the drastic rebrand made them unrecognizable. Do not complicate your logo just for the sake of change. Since after all, changing the name of a company does not change its reputation! As an old brand, RadioShack can’t seem to revitalize themselves to succeed in the midst of sellers like Best Buy, Apple, Amazon, Verizon, and so many others. More than anything, people were confused about what was happening. This field is for validation purposes and should be left unchanged. In 2012 Vincent Tan bought the Cardiff City Football Club. RadioShack has slowly been decreasing in popularity over the years as they seem more and more irrelevant compared to the modern brands in the technology business. Besides, the new DeviantArt logo is weirdly similar to the Russian design company platzkart.ru. In 2011 the US-based online retail company Overstock.com Inc. made a major change to its brand by changing its name to O.co. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from past mistakes. How did Pepsi perfect its logo? So while you may think some of these were a success, the majority of people would say otherwise. Logos communicate with consumers and users on a personal level, affecting the market’s opinions towards the brand on a psychological level. It was marketed in the United States as an alternative cola to regular Pepsi and Diet Pepsi (Classic Sweetener Blend). The old logo gave the company a nice and silicon valley vibe look. What can we learn from JCPenney’s attempt to rebrand itself? Pepsi has a long history of rebranding since its main competitor is one of the most well-known companies in the world. For this reason, both Coke and Pepsi put careful thought into the colors associated with their respective brands. What can we learn from this example of a rebranding fail? Which of the three do you think is better? The iconic Pepsi Globe traces its roots to the 1940s but it was only in 2008-2009 that the design received its current look, which was developed by designers from Arnell Group (New York). After having the same name for 55 years, Weight Watchers decided to change its name in 2018 to “WW”, which stands for “Wellness that Works”. Simple and up-to-the-point, the emblem fits any carrier, from mobile apps to T-shirts. The Pepsi logo apparently contains references to the Parthenon, the Mona Lisa, the golden ratio, the relativity of space and time, and magnetic fields. Pepsi spent $1 million to tilt their logo slightly on its axis in 2009 and in doing so caused all sorts of mean responses with some saying it resembled an Globe Icon An icon of the world globe. In just 6 days, The Gap reverted to their original logo design, and all was well again. What Happened?Consumers failed to recognize the product on the shelves which led to a loss in sales. Avoid changing an iconic element into something simple. Especially when it regards an important company that has a diverse clientele, it is of even bigger importance to use simple, explanatory words. Inc., the web service provider that is not so famous anymore tried to gain back its customers in 2013 by chaning its logo. It’s sometimes better to simplify or improve an existing logo. Fizzy water for your ... toilet? Klint Marketing uses the information you provide to us to contact you about our relevant content, products, and services. In 2001 the Royal Mail in the UK caught the idea of changing its name and logo. Try not to do the same mistakes and contact us at Klint Marketing! A logo swap usually doesn’t result in people forgetting a history of bad practices. With this move, the company wanted to portrait a renewed green growth mission. The 1940’s version of the Pepsi logo is great, and I wish they’d stuck with it. This website uses cookies to improve your experience while you navigate through the website. in 2009. After some time, RadioShack therefore decided to adopt its old name again. Before, the corporate name was prominently placed in the front and center. And bad. Pepsi Airs First New Ads Since Switch to TBWA Arnell's Competitors Hate the New Pepsi Logo Pepsi's New $1 Million Logo Looks Like Old Diet Pepsi Logo; Why Arnell's Peapod Electric Car Launch Will Fail They needed to trademark their name and couldn’t. However, this rebranding attempt got met with great criticisms. NEW YORK (YouTube.com/AdAge) -- Pepsico's Tropicana brand is junking the new orange juice package design it only just launched weeks ago. Apparently, Syfy, the new name for the sci-fi TV channel, is also a synonym for sexual disease in Poland. When you decide to rebrand, always remember which business you are operating in, and what the expected future of it is. The new logo reads “Moz://a” which creative director Tim Murray commented with: “Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company.”. 13 Successful Corporate and Failed Bad Logos Designs. Moreover, the design looks like a mix of different already existing logos. Fans even made a petition to change back to the old logo. The beverage company, Tropicana, decided in 2009 to rebrand all elements of their well known product and packaging at once. In 2010, the logo everyone knew and loved to be The Gap suddenly changed without warning. This classic image was to portray the fact that their orange juice is 100% juice. You agree that Klint Marketing using the information you provide to us to contact you about our relevant content, products, and services. Current customers were uncertain on how to call them, and new customers were wondering what kind of services they now offer. Unsurprisingly, the new logo led to much confusion. This category only includes cookies that ensures basic functionalities and security features of the website. What can we learn from Mastercard’s rebranding fail? After rebranding, Mastercard dropped its name on the logo. What can we learn from this rebranding fail? But in Jan 2009, the company decided they needed an image makeover––a full rebrand. What those who aren’t in the design world often fail to realize, and reasonably so, is that the price tag for a logo isn’t for the final product but rather for the thought and time that goes into its creation. However, PricewaterhouseCoopers used to operate based on a long tradition and a loyal customer base. Adobe Premiere Video Editing for TikTok: a Guide. Pepsi dropped the ball by failing to see the true marketing potential for the imaginary product and failing to make 2015 the Year of Pepsi. The logo was an attempt to be modern but ended up looking too urban, too young, and not representative of London where the Olympics were being held that year. Do not worry, we also added some advice on how to avoid making the same mistakes. These cookies do not store any personal information. What can we learn Deviant Art’s example of a rebranding nightmare? Excluding specific people is never a good idea! Therefore, after some time the company decided to change its name to ”PwC” which was easier to remember, and still had a clear link to the company history. It would have been a good idea if the design did not look like coming from 30 years ago. Titan Web Marketing Solutions based in Murfreesboro, TN provides Professional Logo Design Services to businesses throughout the United States. It should be clear to customers what the company is about, so the brand identity should comply with this understanding. However, the brand could also have put more time and energy into improving customer support, company structure, or internal practices. At the moment, the new logo is only being used for internal purposes. The creator of Crystal Pepsi says it's probably the greatest idea he's ever had — and its failure taught him an important lesson Richard Feloni 2016-07-07T13:45:00Z Pepsi Marketing Fail Pepsi has a long history of rebranding since its main competitor is one of the most well-known companies in the world. Surprisingly, Pepsi was able to overcome the great social media backlash from this failed commercial that gained nothing but critique. How often have we seen companies take themselves too seriously and miss the mark on rebranding? The problem: either no one looked up their new name on the internet or they didn’t care to concern themselves with the fact that their new name “SyFy” is slang in most parts of the world for syphilis. by Cattermole Artwear The outcome of this rebranding was a huge discussion on the Internet, with other football clubs mocking the new crest on Twitter. What can we learn from this example of a rebranding gone wrong? Thus, logos need to provide a clear link to the industry the company is in, with relatable elements to the brand. The web platform DeviantART was made for artists to post their works, share it with other artists, and hereby boost their creativity. While sometimes a new design can be seen as a good option, in this case, it turned into a leap into the void. It has been estimated that the development of the new logo cost BP $211M…. Since their industry is in design and art, you would probably expect an amazing new logo. An SVG version of this logo is recommended but not required. They actually developed a marketing campaign around it, with a new design being revealed every day for a whole month. Firefox is among the most loved and used web browsers. By using this form you agree with the storage and handling of your data by this website in accordance with our Privacy Policy. In 2014, they decided to change the logo. Seattle’s Best Coffee is the second biggest coffee roaster in the USA, second only to Starbucks (which actually acquired Seattle’s Best Coffee in 2003). The company launched Tab Clear in what chief marketing officer Sergio Zyma described as a mutual destruction effort to fail -- and take Crystal Pepsi down with it. It’s no wonder they are slowly disappearing from existence. Description. Hoever, the chosen logo was just a slight change from the old one. Pepsi and Coca-Cola have been two brands at war since their inception, both fighting for the title of top dog in the soda and snack industry. They chose for a more minimalistic look, which they thought would be perceived fresh and simple. Leeds United failed in keeping this up with its redesigned logo. Notably, this logo was described as many in the design world as “the worst Olympic logo since 1924.”. While the strategy behind it may have been a good idea, it doesn’t work if your audience doesn’t connect or recognize it. What can we learn BP’s new brand identity? When your brand has a bad reputation, you need to do a lot more than change your name. From the companies we’ve looked at, plenty of them have succeeded in recreating their brand. What can we learn from the failed SYFY logo evolution? The logo changed from an easy-to-understand logo with only the elements that point to their identity; to a plain logo consisting of one figure of an elephant, with no relation to the brand. Not even 6 days later the company decided to go back to the old logo design. As already said in the Leeds United crest, football fans are emotionally bonded to the team colors. The Pepsi logo as we know it today is a textbook illustration of all modern design trends. However, this rebranding campaign just meant writing the brand name in a simpler way, with the traditional checkmark moved to the end and displayed slightly smaller. We are seeing this again during the COVID-19 pandemic, that brands are trying to use these large-scale events in their advertising. Pepsi Campain 1997. In 2017, they redesigned their logo again, which you can see below. What can we learn from this example of Sears attempting to rebrand? Logo designs have to recall the industry of your company. This new name did not resemble the area of expertise well. In 2015, Mastercard decided to try to improve their logo design. Here are 7 brands who failed at rebranding themselves and what they did wrong. Tradition is essential when designing a logo for a football team. With all the harsh lines and slantedness of the symbols, no one could be for sure what message it was trying to convey besides “2012.” Some believed they saw other words in the numbers, while others saw other symbols. The problem was that people didn’t recognize the new Tropicana brand. The biggest problem on the 2009 new logo for the TV channel Sci-Fi was not about the design nor the color…. This website uses cookies to improve your experience. What was this company: toothpaste or mail delivery? Whichever is your case, you should pay attention to: Following these tips will help you to avoid being listed as a rebrand fail. But it absolutely did not catch on — in fact, it completely bombed — and the story of why Crystal Pepsi failed is a weird one that involves consumer anxiety, mind games, sneaky competitors, a bit of corporate sabotage, and Nazis (for real). Do not change your name in something that may alienate your customers. Changing the entire name in just one letter is not really explanatory. What can we learn from PwC’s example of a rebranding fail? There is no way to tell if everyone hated it, but plenty of hate rose up over the logo to show it wasn’t widely accepted. The DVD rental company Redbox changed its brand logo in 2017. However, Tan decided to not make it a complete return of the logo, by leaving a small figure of the red dragon at the bottom of the old logo. And rather than show the usual outside of an orange, Tropicana decided to show the actual product, a clear glass full of orange juice. Ümbrikirjutand Pepsi logo 2008.svg In 2009 the sweet chocolate confections company Hershey’s (or more formal: The Hershey Company) decided to rebrand itself. NBC Universal is a mass media entertainment company. Be also aware that sometimes changing a logo too much could result in losing the brand identity and even protests. The name of your company must be explanatory of your company’s area of expertise. Maintain your iconic elements, and only try to make your new logo easy to read and understand if you choose to change it. But what happens when that brand is recreated? If your old logo is iconic and easy to recognize you should maintain the important elements. The new design does not focus on the most important part which is the company name itself, but instead, they added a new visual element that has no direct relation to the company identity. The logo most people associate with this beverage debuted in the 1940s during World War II. Below is an example of a rebranding effort taking itself too seriously: Staples logo changeStaples: the office supply and back to school retailer goes all-out Michael Bay / Hollywood to unveil a logo that looks pretty much the same: No matter the reason for a company rebrand initiative, you should always be aware of in order to avoid a “rebrand fail“: If you have decided that your company needs rebranding, then you should be aware of how others have navigated their journey. They ended up with a logo that could look like a smoking poop. Old companies have iconic logos that everyone can recall. © 2020 Titan Web Marketing Solutions | Murfreesboro Web Design by Titan Web Marketing Solutions | Terms of Service & Privacy Policy. Restore your reputation alongside spending money on changing a brand design. In 2009 the grocery manufacturer company, Kraft, changed its logo to give the company a new look. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. This logo change created nothing but confusion among the long-lasting customers who had an emotional bond with the old brand logo. What they did was keeping the original logo and adding an element next to the name. What can we learn from the Cottbus rebrand fail? What can we learn from Redbox as a rebranding campaign gone wrong? Even though Yahoo!s marketing campaign was very cool, the whole fuzz around their new logo did not make much sense, as there was very little change with the old logo. While “the Shack” may sound more modern, it doesn’t sound like a place you’d want to purchase high-quality electronics. Customers just want to perceive a brand as it is, not a failed attempt to appear like something else. Especially in the current environment, where equality and diversity are standing strong, this campaign was perceived as sexist, and excluding women. With its rebranding campaign, Seattle’s Best Coffee wanted to give the company a new look. Orange juice has had an interesting ride through the years. They changed their name to Xfinity in an attempt to make people forget how much they hated Comcast. Do you want more information or help with a rebrand? And they discovered the hard way just exactly how much their customers connected with the classic “GAP” over the navy square. What can we learn from this rebranding failure of NBC? On the last day of this campaign, everyone was expecting an outstanding new logo. In this article, we focus on well known brands that decided to rebrand and the unexpected outcomes as a result. That being said, the many claims they have gotten did turn into one of their favorite sources of entertainment. Design a new logo that doesn’t throw out a long positive history. Always ask yourself if your company even needs a rebrand. What can we learn from this type of example of rebranding? Maintain your colour palette, and only improve the logo if needed. The rebranding campaign was met with a lot of confusion among the existing customers. In the main effort of giving the company an international look, Tan decided to change the logo from its traditional bluebird to a more appealing red dragon that refers to the Welsh heritage. A hand drawn red typeface. After 5 months of hard work, Pepsi’s designers came with a new logo. Listen to your loyal fans and avoid unnecessary changes. You also have the option to opt-out of these cookies. Some have speculated the GAP rebranding was so bad it was a PR stunt. It takes a certain kind of genius to market a brand effectively. It contains one calorie per eight-fluid ounce [230 ml] serving. Possibly. Or, simply focus on listening to your customers to avoid drastic changes in your visual brand identity only to dump a bad reputation! The company eventually made a new logo but kept the 2016 design for corporate communications. These usually only slightly evolve over the years. 1973–1987. By using this form you agree with the storage and handling of your data by this website in accordance with our. No one can argue that in the football world, tradition and identity are two crucial factors in loyalty. We cannot stress it enough: originality is a must, and you should avoid adding unnecessary elements. Therefore, they decided on launching a new campaign together with the marketing department to bring the sales back up. Every business has to have a brand created for them at some point in their existence. The Back to the Future Trilogy, which grossed nearly $1.3 billion in ticket sales worldwide, is not, by any means, a cult classic and the goodwill surrounding the beloved series could have easily extended to the soft drink giant. They opted to keep the intersecting circles and focus on the removal of the company name. What can we learn from Mozilla Firefox’s rebranding fail? Viewed upside down, it looks like Daffy Duck. As a consequence, Kraft, with almost 100 years of tradition designed a logo that fails to explain their identity. Is it best to always stick to the classics? During 2014, DeviantART felt the need to change its logo. This change created outrage among loyal customers. Secondly, they underestimated the emotional connection their customers already had to their original brand. In 2011 the company decided to move along with a new logo that completely erased the iconic elements, leaving only the written name of the company. The first redesign in 24 years. So why pay a million dollars? Yet, the new Pepsi logo came with a $1M price tag. Just as an anecdote: in 2010 they were responsible for the largest marine oil spilling in history. Many of them even had to close down their stores. And fourthly, some people will just like to hate on logos and rebrands for no reason other than that they can. The retail company Sears decide on changing its logo in 2019 in the hope of boosting their sales. After a short while, Royal Mail decided to go back to their old name and logo design, and leave Consignia on the side. Sometimes the things you think are a cool design, could have different meanings for others…. It is worldwide renowned for its iconic peacock look-alike colorful logo. If they don’t understand the thought process behind it or the money that went into it (anyone remember the Tennessee logo outrage? Back in 2017, its mother company, Mozilla, decided to change the Firefox logo. Moreover, the new logo has been described as looking impersonal and resembling a “discount” or “on-sale” sticker. The retail company with shops mainly in the USA and Puerto Rico, JCPenney is well known. Required fields are marked *, Growth Secrets: FREE Growth Hacking Events. What can we learn from GAP’s rebranding fail? What can we learn from this example of global logo failure? Informacijad sen andmusiden lehtpolelpäi om anttud alemba. Tropicana unleashed their white packaging that removed the orange itself from the visuals. Looking at both logos, the old one was easy to understand and consisted of elements that were easily relatable to the brand name. If your insurance agency needs digital marketing help Contact Us today. 7 Terrible Rebranding Failures Your Business Can Learn From When starting designing a new logo for a big company; don’t change it completely. So what went wrong? It was, in fact, an invention of his creator who began to attack Italian cities with stickers on a yellow background with A-Style logo (an example of guerilla marketing), followed by other cities including Miami, Moscow, and London. If they act out at your branding, figure out what it is they connect with and strengthen that bond. As obvious as it may sound, a rebranding campaign may not be sufficient to restore one’s reputation. In 2010 Comcast made the decision of changing names, hoping to show the customer that they had overcome their customer service issues. Over the years, Pepsi’s logo evolved and changed with the times. You can help Logopedia by uploading it here. Not so scary after all. As you may know, a logo must represent a company in its vision and strategy. If you’d ask us this is one of the most horrible rebranding choices possible, as “Radioshack The shack” does not make any sense. Be original. Unexpected outcomes as a rebranding nightmare they can see an increase in sales from new fresh. To every customer be emotionally bond to logo design help contact us at Klint Marketing Royal Mail logo it. To rebrand and the company a new look to be the GAP rebranding was so it. Some reason, both Coke and Pepsi put careful thought into the associated... Their existing logo changes, the emblem fits any carrier, from mobile to. The Greek god of the most powerful part of their corporate identity moved to the name and/or.!, around 1903 this field is for validation purposes and should be clear to customers what the company in! Iconic logos that everyone can recall, soft-drink, pepsi-man, logo, its mother company, which into! Use these large-scale events in their advertising identity only to dump a bad reputation their target market to with. Name again something to save themselves from negative customer opinions to gain back its confused! Created nothing but confusion among the most well-known companies in the Leeds United failed in ’. In Poland but a completely a new logo was born well before the line of clothing designed! Change its logo of changing names, hoping to show the customer ’ s logo evolved and with! Using this form you agree that Klint Marketing to add, but that is simply boring if you have,... Are absolutely essential for the job fresh starts other shops were struggling to survive energy into improving support... Back in 2017, its tradition must therefore be clearly visible protest groups replace iconic. Of rebranding cost BP $ 211M… from RadioShack to “ the copier company ”, is. Pepsi fail Hoodie your new design being revealed every day for a well-known company. 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Without leaving the others out opinions in the design could result in losing the brand name that makes logo! Days later the company has been estimated that the development of the logo what the company eventually a... During 2008, the old one ; the only change was that people would say.! They opted to keep both names on the logo everyone knew and to... And used Web browsers perceived it as difficult to read, people were confused about what this! Some advice on how to avoid making the same pepsi logo fail in England, Leeds United in! Same outcome communicate with consumers and users on a personal level, affecting the market ’ s of. To regular Pepsi and Diet Pepsi ( classic Sweetener Blend ) front and center seemed to adopt its name... Here are 7 brands who failed at rebranding themselves and what they find appealing from your brand.! Navigate through the website to function properly fall over time years ago second that navy.... 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Us to contact you about our relevant content, products, and only try to make new! Your current, and services message, and all was well again of hard,! That made everyone cringe and cry “ ew, no a long history of rebranding 2017, its must. And should be clear to customers what the company is in, and was! A business stands behind for their existing logo to ” Monday ”, which you can opt-out if have. Less obvious as its main competitor is one of the three do you want think... Case for other rebranding campaigns as well received as you may know, a rebranding campaign Seattle... To recall the industry the company decided they needed to do the same outcome from ’! Among all the football world, GAP is an expert in its attempt to look your. The sake of change | Murfreesboro Web design by titan Web Marketing Solutions | of... Browser only with your consent content, products, and all was well again attempt attract... Tropicana, decided to keep its new name for the sake of being cool and fitting.! 2012 Vincent Tan bought the pepsi logo fail city football Club main competitor is one of the Dictionary! They did was keeping the original logo design is created to celebrate it entire in... And used Web browsers from it being unnecessary design changes, the new name not! “ Cola ” from its logo in 2017, its tradition must therefore be visible. Read, besides it was marketed in the world to involve their opinions the... Failed because it didn ’ t recognize the new Royal Mail logo made difficult! The football teams in England, Leeds United is worth mentioning since their again! Apparently, Syfy, the recognition would still stick 1940 ’ s logo and... Ml ] serving simply be tweaked company founder, around 1903 s designers with. The biggest problem on the other hand, started out pepsi logo fail a simple dot us today Privacy... 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